“We can tell the tale” is the slogan of Fundación Grupo IMO that can be seen in Madrid´s Metro in support of the fight against cancer
4 February is World Cancer Day. Nine celebrities pose next to nine patients who have overcome the disease. The aim is to launch positive messages by way of the photographs on display at stations.
As of 1 February next, coinciding with World Cancer Day, the main stations in the Metro network will be running a campaign in support of the fight against this disease. Under the slogan “We can tell the tale” different photographs will be on display of nine well-known TV presenters and actors, each one accompanied by an anonymous person who has succeeded in overcoming this disease.
For the second year running Madrid´s Metro is anxious to cooperate with this cause by way of an initiative of Fundación Grupo IMO, the Madrid Institute of Oncology Foundation, which has started up this campaign through which they aim to launch positive, will-to-win messages, as happened last year under the slogan “Twelve paths for living after cancer”, a campaign which consisted of a route via twelve portraits, each located at a station.
From Wednesday, 72 hours before the holding of this day, the photographs may be seen on 129 advertising supports distributed around nine stations; Nuevos Ministerios, Moncloa, Chamartín, Plaza Castilla, Arguelles, Avenida de América, Republica Argentina, Callao and Cuatro Caminos. This display sets out to break down taboos and myths about cancer, encourage a positive attitude, besides helping people who have received a diagnosis of cancer by showing them how others have succeeded in overcoming the disease.
The aim of the campaign is to make patients aware of the growing number of survivors and the change in attitude we have to have with regard to cancer. The intention is to lay emphasis on maintaining a positive attitude during the disease, according to the IMO Foundation, the most effective “treatment” in defeating it.
The Madrid Institute of Oncology has received the cooperation of actual patients who have overcome this disease, along with nine celebrities on the Spanish journalism and cultural scene; Pedro Piqueras, Nuria Roca, Roberto Brasero, José Ángel Leiras, Irma Soriano, Beatriz Carvajal, Raúl Sender, Ricardo Gómez and Elena Rivera. Thanks to research, early diagnosis, and the great technological development that has taken place in recent times, every year over 100.000 patients win the battle against cancer in Spain.
With this campaign Metro has now cooperated on several occasions in the fight against cancer. Besides last year’s campaign, also in conjunction with the Madrid Institute of Oncology, Metro had previously housed the photographic exhibition “Breast Friends”, organized by the Spanish Breast Cancer Federation and the pharmaceutical company Roche. In addition, Metro also cooperates on a permanent basis in the fight against such other diseases as Pulmonary Hypertension and Neurofibromatosis.